The Marketing Strategy Research For PD Company’s Low Palladium Electroless Copper Product In China

With the development of the times,People have more and more demand for electronic products.Printed circuit boards are the key components of all electronic products.According to the data of the authoritative survey organization Prismark,The whole Chinese circuit board market has basically accounted for half of the global circuit board market,and there is a trend of continuous expansion in the next 10 years.PD company’s electroless copper products are widely used in the production of printed circuit boards,Low concentration and low consumption Palladium electroless copper products will have strong market competitiveness,At present,Local competitors has a great threat to PD company in the low palladium electroless copper market.How to improve the competitiveness,prevent the threat of competitors and maintain the market leading position is a problem that PD company must face and solve.This Paper takes PD company’s low palladium electroless copper business in China as the research object and makes analysis and research on its marketing strategy and implementation.Firstly,the paper introduces the research background,significance,main contents and research methods,which plays a programmatic role in the full text.Secondly,it reviews the relevant literature,including marketing theory and industrial product marketing theory as theoretical support.Then,Making analysis the external environment through PEST and Porter’s five forces model,and studies the internal environment of PD company by SWOT,Finally finds out the problems in PD company’s marketing strategy by using STP and4 P,and supply the Specific marketing strategies and corresponding safeguard measures.The conclusion of this paper indicates that PD company should adopt reasonable market strategy including focus on Mid--Low end consumer market and simple Automotive boards,and Boards layer from 2～6Layers.PD company should increase channel sales No.and quality to cover more customer in China,Supply value to customer by improve product quality and drop running cost.Strength promotion and on-site communication,Supply total solution to customer combine with PD company other products,Use more flexible Business mode to get the Low Pd electroless copper business.According to this paper,We hope to provide a reference on the marketing strategy in low palladium electroless copper chemicals and supply a guiding value for the marketing practice for PD company.By the way,we believe that it has a certain reference significance for other similar enterprises.